The lesser-known European cities to visit

You may want to think twice about these European cities when organising that Euro trip of your dreams.

Europe in summer is stunning. With so many incredible cities, there are countless experiences to be had and memories to be made. But we’re not the only ones who think so.

A recent study by Holidu has revealed the cities in Europe with the most tourists per inhabitant, so rather than fight through the crowds, visit the lesser-known gems that you’ll have all to yourself instead! OK maybe not quite all to yourself, but you get the point.

1. Visit Split instead of Dubrovnik: Croatia

Dubrovnik in southern Croatia came in at the top of this not-so-coveted list, with 36 tourists per inhabitant in peak season. Don’t fret though, because Split brings so much to the table, including a vibing nightlife, pristine beaches and better day trip options!

Split waterfront and Marjan hill view — Look over Split from the Bell Tower.

Located along the Adriatic Coast, the dazzling coastal city of Split’s character is found in its charming mix of ancient architecture and modernity, making it a unique place to explore. Accessible by boat or plane, it’s a hub for travellers venturing between the Croatian islands.

Split historic architecture of Diocletians palace — Split has a mix of ancient architecture and modernity.

2. Visit Verona instead of Venice: Italy

Canals, gondolas, churches, romantic history and pasta. So much pasta. What’s not to like in Italy’s Venice? Well, with 21 tourists per inhabitant, things might get a bit squishy! Opt instead for Verona, Venice’s Shakespearean sibling.

Old town of Verona, Italy — Verona is known as the birthplace of Romeo and Juliet.

Verona’s reputation as a city of romance stems all the way back to Romeo and Juliet, which was, of course, set in Verona. But, whether or not you want to explore the Romeo and Juliet tourist sites or prefer to visit the piazzas, opera venues and museums, you’ll be falling head over heels for Verona.

Bridge Ponte Pietra in Verona — Verona is far quieter than Venice.

3. Visit Antwerp instead of Bruges: Belgium

Also coming in with 21 tourists per inhabitant, is Belgium’s beautifully preserved medieval town, Bruges. For a quieter, but just as beautiful destination, look no further than the port city of Antwerp.

Market square in Antwerp with Brabo fountain, Belgium — The Brabo Fountain in Antwerp is a must-see.

Antwerp is known as the diamond capital of the world and has a reputation for art and fashion. Antwerp first landed on the fashion map back in the ’80s when the so-called ‘Antwerp Six’ featured at London Fashion Week for the first time. The collective of six young designers helped create a reputation for the city for innovative design, fashion and progressiveness.

Since then, Antwerp has grown into somewhat of a ‘capital of cool’ in a country firmly rooted in history, medieval art and trade.

Cafe terrace in Antwerp, Belgium — Take it easy in one of Antwerp’s cafes.

4. Visit Milos instead of Rhodes: Greece

The largest of Greece’s 12 Dodecanese islands on the Aegean’s eastern edge, Rhodes is also its most popular, with 21 tourists per inhabitant. For a more secluded island vibe, head to Milos, which Greeks refer to as the ‘Island of Colours’ because — when viewed from above — it appears as if the seas around the Greek island have been set in emerald-hued resin.

This lesser-known island also has 78 breathtaking beaches to unwind at!

Traditional Greek Fishing Village in Mandrakia Milos island Cyclades Greece — Milos Island is Greece’s hidden gem.

5. Visit Akureyri instead of Reykjavík: Iceland

Most people know of Reykjavík in Iceland but not much else, which explains why there are 16 tourists per inhabitant there! Consider going to Akureyri instead, which is renowned for the beauty of both the town itself and its natural surroundings.

Town of Akureyri in North Iceland — Akureyri is the ultimate Icelandic city.

There are a number of interesting cultural and historical museums in the centre, but the real must-see is the Botanical Garden, which contains almost every plant that grows in Iceland. Depending on when you decide to come, there’s also a good chance you’ll catch one of the town’s many concerts, festivals, and exhibitions.

Summer is the best time to visit Iceland, thanks to the midnight sun and warmer temperatures. Don’t discount winter though – February, March, September and October are the best time to travel to Iceland for the Northern Lights.

Northern Lights Over Akureyri, Iceland — See the Northern Lights in Akureyri.

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6. Visit Siena instead of Florence: Italy

The second Italian city on the list, Florence, has 13 tourists per inhabitant during peak season. We don’t blame them though, because Tuscany is dreamy! Get your Tuscan fix with Siena, which has the best of Tuscany without the tourists and the high prices.

Scenic view of Siena from viewpoint — Siena is a Tuscan dream destination.

Siena’s medieval city landscape is unmatched. Transport yourself right back to the Middle Ages with the sea of terracotta-toned houses, gigantic sights – including Piazza del Campo, the main attraction in Siena – and awe-inspiring scenery.

Montepulciano village panoramic view. Siena Tuscany Italy — Tuscany is best experienced sans crowds.

7. Visit Karpathos instead of Heraklion: Greece

Crete is the largest and most populous of the Greek islands, and Heraklion is the most popular region of Crete, located on the eastern side of the island, between Rethymno and Lassithi. With 13 tourists per inhabitant, things can be pretty busy in Heraklion, so it might be worth considering Greece’s best-kept-secret, Karpathos.

Apella beach Karpathos, Greece — Apella Beach in Karpathos is the perfect spot to unwind.

Situated between Rhodes and Crete, Karpathos is rather secluded, and its natural landscape remains unspoiled with beaches to die for. Only the southern side is developed for tourists and the rest of the island maintains its authentic atmosphere.

Orthodox church at Kyra Panagia Karpathos island Greece — Explore the authentic Greek atmosphere in Karpathos.

Wellbeing means different things to different travellers. Here’s how to pick a hotel that gets it right for you.

The best wellness holidays aren’t necessarily spent wrapped in a spa robe. Sometimes they’re found around a dinner table in Cambodia, on a hiking trail in New Zealand or after finally beating jet lag on the other side of the world. The hotel you choose is what makes them happen.

1. Easy access to good food

meals from Novotel Bangkok Sukhumvit 20 — Taste delicious meals at Novotel Bangkok Sukhumvit 20.

One of the quickest ways to derail healthy habits on holiday is to spend half of it working out where to eat instead of digging into the culture around you. Thankfully, Novotel has done much of the hard work already, with chefs building menus that lean into the flavours, ingredients and traditions of each destination.

In Sihanoukville, Cambodia, Korkor soup – often dubbed ‘Cambodian ratatouille’ – sits alongside raw blue crab dressed with lime and chilli, best enjoyed with views across the Gulf of Thailand.

In the lovingly chaotic city of Bangkok, the presence of food cranks up the sociability. At Novotel Bangkok Sukhumvit 20, you can settle in with mango sticky rice and stranger-turned-friends beside the pool at Sky on 20 rooftop bar, or bring them along to tackle river prawns and stir-fried crab with holy basil at the buzzing Crab Paradise Dinner Buffet.

Then Novotel Dubai Al Barsha welcomes you with a laidback twist on the level of indulgence the Middle Eastern city is best known for up on Deck Se7en. Looking towards Burj Al Arab, the rooftop lounge has everything from Mediterranean-style dishes like seabass ceviche to Italian prosecco sundowners.

At the other end of the scale, in the hills that surround the Novotel Bali Ubud Resort, calm comes from nature. At Siralada restaurant, Balinese traditions shape the menu while thunder rumbles over the surrounding jungle – proving the setting is as nourishing as the food itself.

While at Novotel Nha Trang, chef Kieu Thi My Hanh and her team showcase Vietnam’s knack for balancing freshness, texture and fragrant herbs. Pho remains a favourite, while seafood salad with pomelo and mango brings those flavours together in one bright dish.

It’s all an approach backed by partnerships with expert food creators such as Alfie Steiner, whose plant-forward recipes prove healthy food should never taste plain.

2. Better sleep options

Novotel Bali Ubud Resort room — Sleep deeply with Novotel.

There are few travel experiences more disappointing than arriving in a new country, determined to seize the day, only to fall asleep fully clothed by 3pm.

For Australian travellers, jet lag is often an unavoidable part of the journey. That’s one reason Novotel runs sleep-focused initiatives that help guests adjust quickly without compromising on health. We’re talking partnerships with Sydney-based sleep specialist Olivia Arezzolo, known for her advice on everything from better sleep habits to beating jet lag, alongside features like pillow menus, in-room yoga content and tailored sleep guidance.

The sooner you’re operating on local time, the sooner you can get back to more pressing matters – like deciding which spa treatment to book.

3. More ways to move

woman hiking around queenstown new zealand — Stay at Novotel Queenstown Lakeside and explore local hiking trails. (Credit: GettyI mages/ naruedom)

Every place in the world has its own way of getting you moving: whether that’s hiking up ice-bitten mountains before a sauna or gentle stretching by the pool before a facial. From fitness centres to spas, Novotel recognises that wellbeing rarely looks the same.

At Novotel Queenstown Lakeside, activity is inescapable. Here, hiking trails, ski fields, bungee jumps, and white-water rafting have made the region famous. The hotel’s location on the shores of Lake Wakatipu means less time spent organising yourself and more time out there experiencing them. To top it all off, you can book a private hot tub for the evening before heading back into the wilderness tomorrow.

Bali, of course, takes a softer approach. At Novotel Bali Ubud Resort or Novotel Bali Nusa Dua, movement is less about conquering a mountain and more about a dance class between the tropical gardens and lagoon pools. Afterwards, the spa takes over, with traditional treatments like a Lulur body scrub: a combination of rice, turmeric, sandalwood, ginger and jasmine that’ll soothe muscles already relaxed by the Balinese heat.

4. Better connections

Kids will love a stay at Novotel Sharm El Sheikh.

One of the best things about travel is that it gives your family stories you’ll be telling for years. Novotel helps create them with activities that bring everyone together, whether that’s trying something new, learning a local skill, or simply spending more time together.

Go for a distinctly Thai twist at Novotel Phuket Vintage Park, where many of the family activities draw on local culture. Kids can try everything from beginner Thai boxing and language lessons to umbrella painting and – a pastime beloved by children the world over – pool foam parties. Everyone is welcome to join in, whether that’s getting splashed, covered in paint, or simply watching their children discover a new side of Thailand during the dedicated Family & Kids Day.

A different adventure awaits at Novotel Sharm El Sheikh. Kids could be perfectly content with discos, drawing classes and new holiday friends, but the Red Sea has other ideas. Sitting on the edge of Naama Bay, days here might involve snorkelling colourful reefs, taking a boat trip to Ras Mohammed National Park or heading into the desert by quad bike or camel for a Bedouin-style dinner beneath the stars.

5. Location is everything

Surin Beach, Choeng Thale, Thalang District, Phuket, Thaiföld — Explore Phuket’s gorgeous beaches. (Credit: Bence Biczo)

Everyone’s idea of wellness looks a little different. With more than 600 hotels across 65 countries, Novotel gives guests the freedom to choose the destination that suits them best. Whether that’s a beachside escape in Phuket, an alpine expedition in Queenstown or a city break in Bangkok, there’s a good chance a Novotel isn’t far away.

All that’s left? Choosing your version of wellbeing.

Discover stays to inspire your everyday at novotel.accor.com.

Swap these 7 European cities for lesser-known gems